LG is employing viral marketing to demonstrate the clarity of its new IPS displays.

They covered an elevator floor with the displays to look like panels that fall one by one, complete with sound effects. Hidden cameras record the riders jumping out of the way. The campaign tagline is “so real it’s scary.”

Some are calling shenanigans. They point out what looks like the reflection of a green screen in the handrail (left) and the change in perspective on the displays depending on the camera angle (below).